Hey everyone, I’m wrestling with a problem that I think a lot of us face: how do you actually decide where to spend your influencer budget when you’re working across multiple markets?
Right now, we’re trying to scale campaigns in both the US and Russian markets, and honestly, it feels like we’re throwing darts at a board. We’ll spend $10k with a US micro-influencer and get decent engagement, then try the same with a Russian creator and the results are completely different. Same budget, wildly different outcomes.
I know every market has its nuances—audience behavior, platform preferences, content styles—but I don’t have hard data to back up my allocation decisions. We’re basically saying “let’s try 60-40 split” without any real benchmark to justify it.
What I’m really looking for is: does anyone have experience comparing ROI benchmarks between these two markets? Like, do you know what a realistic CPE or conversion rate looks like for influencer campaigns in Russia versus the US? And more importantly, how do you use that data to actually make smarter budget allocation decisions?
I’d love to hear if you’ve found patterns or tools that help with cross-market comparison. Are you tracking metrics differently for each market? Any frameworks that have worked for you?